Each year, the fourth of May provides an opportunity for creatives at agencies across the world to come up with the best Star Wars puns and shareable images they can. The unofficial Star Wars Day generates buzz and creates a rare opportunity to connect with fans of the series and the emerging “geeks are cool” crowd.

Even here in Ottawa, the carillon on Parliament Hill rang out a 15-minute concert themed around space, including a rendition of the Imperial March. (By the way, this would end up in the “fail” category – as the government, playing the music of Darth Vader’s squad may not be the best idea.)

Let’s look back at how some of the world’s biggest brands took advantage of the annual celebration, while celebrating the winners and mocking the losers.

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